We know you have an increasing number of options available for communicating with your customers and members, and each promises to be more reliable and effective than the next. But despite the rise of social media — or maybe because of it — email marketing remains a powerful tool that businesses and organizations can use and find success.
With that in mind, the Aberdeen Group, an independent research firm, recently surveyed more than 600 small business owners to understand the effect that email marketing has had on their businesses. We’re happy to report that the results showed that Constant Contact customers outperformed those at other email service providers. Specifically, Constant Contact customers receive a 35% higher open rate than their peers. In addition, Constant Contact customers have seen higher year-over-year increases in their open rates than other users: 5.6% increase versus 3.1%.
Of course, we’re thrilled by these findings, but we take greater pride in the fact that you, our customers, are finding such success. We know you work hard on your email marketing efforts, and that you take advantage of our KnowHow resources, so these metrics show that the proof is in the pudding.
To show you how one of our customers has used our tools to find success, check out this video featuring Michael Dwyer, marketing director at the Fruit Center Marketplace near Boston. You’ll also hear from Peter Ostrow, research director at Aberdeen Group, who talks about what a high open rate means to a small business’ bottom line.
Want to find similar success with your email marketing? Follow these five tips for a higher open rate:
1. Segment your mailing list and send more targeted emails
Larger lists tend to have lower open rates because it becomes difficult to please everybody, and those who aren’t interested just won’t open your messages. The better you know your list members and their interests — and the more your emails cater to them — the higher your open rates will be.
2. Improve your subject lines.
To put it most simply, a good subject line will get an email opened. Lead with a benefit that lets the receiver know what’s in it for him or her. Make it interesting, and try to pique the reader’s curiosity. You want the reader to feel compelled to find out more.
3. Test your sending times.
When are the people who do open your emails doing so? Is it in the morning, midday, or at night? Try splitting your list in half. Send to half the people at your normal time, and to the other half on a different day or at a different time of day to see if one results in a higher open rate.
4. Check your “from” name.
Most emails that are quickly ignored or deleted are those with an unrecognizable “from” name or address. Is your “from” name easily recognizable? Do your list members know who they are receiving an email from? Put a name that your subscribers are most familiar with in your “from” line.
5. Evaluate how often (and what) you send.
Sometimes the reason why people don’t open emails is because they simply get too many of them. Or, on the flip side, maybe you’re not sending often enough and recipients are losing interest in between the times when they do hear from you. Consider asking those on your mailing list how often they want to hear from you.